EXAMINING THE RELATIONSHIP BETWEEN ONLINE SHOPPING CONVENIENCE AND BEHAVIORAL INTENTION TOWARD ONLINE SHOPPING

Yıl 2024, Cilt: 15 Sayı: 2, 965 - 987, 07.07.2024

Ebru Erdoğan

https://doi.org/10.54688/ayd.1452589

Öz

The main purpose of this study is to examine the relationship between consumers' perceptions of online shopping convenience and behavioral intentions toward online shopping. The sample of the study consists of 514 consumers selected through convenience sampling method. Online Shopping Convenience Scale and Behavioral Intention Scale were used as instruments for data collection. The data were analyzed using correlation and regression analysis. The results showed that there was a significant positive correlation between online shopping convenience and behavioral intention r = .63, p < .001. Multiple linear regression analysis revealed that the variables of search convenience, access convenience, evaluation convenience, transaction convenience, and post-purchase convenience together explained 40% of online shopping behavioral intention. In particular, the dimensions of search convenience, evaluation convenience, transaction convenience, and post-purchase convenience were found to significantly predict behavioral intention toward online shopping. These findings emphasized the importance of online shopping platforms' efforts to improve the user experience and simplify the shopping process. In addition, the results suggest that online retailers should consider convenience factors in the search, evaluation, transaction, and post-purchase processes when determining their strategies. These findings provide important guidance for better understanding and improving the characteristics of online shopping in Turkey.

Anahtar Kelimeler

Online shopping convenience, Behavioral intention, Online shopping, Consumer behavior.

ONLİNE ALIŞVERİŞ KOLAYLIĞI İLE ONLİNE ALIVERİŞ YÖNELİK DAVRANIŞSAL NİYET ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Öz

Bu araştırmanın genel amacı tüketicilerin online alışveriş kolaylığına yönelik algıları ile online alışverişe yönelik davranışsal niyetleri arasındaki ilişkileri incelemektir. Araştırmanın çalışma grubu kolay örnekleme yöntemine göre seçilen 514 tüketiciden oluşmaktadır. Araştırmada veri toplama aracı olarak Online Alışveriş Kolaylığı Ölçeği ve Davranışsal Niyet Ölçeği kullanılmıştır. Veriler, korelasyon ve regresyon analiz kullanılarak analiz edilmiştir. Korelasyon analizi sonucunda online alışveriş kolaylığı ile davranışsal niyet arasında pozitif yönde anlamlı bir ilişki olduğu tespit edilmiştir r = .63, p <.001. Çoklu doğrusal regresyon analizi sonucunda arama kolaylığı, erişim kolaylığı değerlendirme kolaylığı, işlem kolaylığı ve satın alma sonrası kolaylık değişkenlerinin birlikte online alışverişe yönelik davranışsal niyetin %40'ını açıkladığı belirlenmiştir. Özellikle, arama kolaylığı, değerlendirme kolaylığı, işlem kolaylığı ve satın alma sonrası kolaylık boyutlarının müşterilerin online alışveriş yapma niyetlerini anlamı şekilde yordadığı tespit edilmiştir. Bu bulgular, online alışveriş platformlarının kullanıcı deneyimini geliştirme ve alışveriş süreçlerini basitleştirme çabalarının önemini vurgulamaktadır. Ayrıca, araştırma sonuçları online perakendecilerin stratejilerini belirlerken arama, değerlendirme, işlem ve satın alma sonrası süreçlerdeki kolaylık faktörlerini dikkate almaları gerektiğini göstermektedir. Bu bulgular, online alışverişin Türkiye'deki özelliklerini daha iyi anlamak ve geliştirmek için önemli bir rehberlik sağlamaktadır.

Anahtar Kelimeler

Online alışveriş kolaylığı, Online alışveriş yapma niyeti, Tüketici davranışı, Online alışveriş

Etik Beyan

Araştırmanın etik kurul değerlendirmesi İnönü Üniversitesi Sosyal ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etik Kurulu tarafından 26.05.2022 tarihli 2022/11 sayılı toplantıda görülmüştür. Toplantı sonucunda alınan karara göre çalışmanın gerçekleştirilmesinde etik sakınca bulunmadığına karar verilmiştir.

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